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The short answer
Form fills, calls and contacts are all real results, and all different. When the Conversions column adds them together, the account has one cost per conversion for things with different costs and close rates. Oppy shows the mix and which result dominates it.
Why it matters
A phone call might turn into a customer half the time and a form fill one time in ten. Added together, the blended cost per conversion is a number nobody can act on: it moves when the mix moves, even if nothing got better or worse.
Smart Bidding does the same arithmetic. It will happily buy cheap form fills if they count the same as calls, while the business needed the calls.
How Oppy decides
The check reads what each goal actually added to the Conversions column recently, not only the actions flagged primary, because what adds to the column is what every ratio divides by.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Measurement |
| What it reads | Conversion actions |
| Needs trustworthy conversions | Yes. It stays silent when the tracking step fails. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open Goals, then Conversions, then Summary, for the last 30 days.
- Note which goals and actions count in the Conversions column.
- Group them by kind of result: purchases, form fills, calls, sign-ups.
- Work out what share each kind takes of the total.
What to do about it
Decide which results are what the business is paying for, and keep only those as goals bidding aims at. Keep the others as secondary, visible but not counted.
If two kinds of result both matter, give them values that reflect what each is worth, or run them in separate campaigns with their own goals.
Terms on this page
Other checks in this area
The checks next to this one in Conversion tracking, each with its own page.